Royal Air Maroc SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

Royal Air Maroc SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Royal Air Maroc, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Royal Air Maroc to benchmark its business & performance as compared to the competitors, and make strategic improvements. Royal Air Maroc is one of the leading brands in the airlines sector.

The article below lists the Royal Air Maroc SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Royal Air Maroc SWOT Analysis:

SWOT Analysis of Royal Air Maroc

For Royal Air Maroc, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Royal Air Maroc Strengths

The strengths of Royal Air Maroc looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Royal Air Maroc :

1.Strong dominance in the domestic market

2. Government intervention restricts entry of foreign players
3. Royal Air Maroc has the largest fleet of 737s in Africa and is expected to be the first airline in Africa to operate the Boeing 787.
4. Good reputation in the aviation industry

Royal Air Maroc Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Royal Air Maroc SWOT Analysis:

1. Intervention of government and hence restriction to expansion

2. No membership of any of the Airline Alliances

Royal Air Maroc Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Royal Air Maroc SWOT Analysis:

1. Expand reach by becoming a member of any of the Airline alliances and thus increasing the code share agreements

2. Leverage investments of Air France and International Airlines Group
3. Better customer service by improving experience

Royal Air Maroc Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Royal Air Maroc are as mentioned:

1. A 2 star rating from Skytrax which affects customers' perception
2. Increasing fuel cost
3. Increasing competition from European LCCs

Royal Air Maroc Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Royal Air Maroc:

1. Ryanair
2. EasyJet
3. Air Berlin

Hence this concludes the Royal Air Maroc SWOT analysis.

Continue reading more about the brand/company.

About Royal Air Maroc

Royal Air Maroc Overview
Parent Company

Morocco Government





Tagline/ Slogan

The wings of Morocco


Punctuality and customer service

Royal Air Maroc STP

Frequent Fliers with airlines

Target Market

Upper middle class individuals


Value for money

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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